SlideShare a Scribd company logo
1 of 87
Download to read offline
Yankelovich MONITOR
                                                      ®




                                        2007/2008



                          Passion for PRECISION
                             The Consumer Empowerment
                               Revolution Hits Full Stride




Yankelovich © 2007/2008                                      1
If There Was Any Doubt…




Yankelovich © 2007/2008    2
Current Outlook




                             But…do consumers still
                             feel in control with the
                            uncertain, even anxious,
                          economic prospects ahead?




Yankelovich © 2007/2008                                 3
Economic Anxiety Levels Are Rising
                           January ‘08                        April-May ’08*

     None                     10%                                     3%
                                                  35                           15
     Low                      25                                     12
     Moderate                 32                                     31
     High                     19                   33
                                                                     24        54
     Severe                   14                                     30
 * April-May ’08 source: Yankelovich When Advertising Works survey
   of 1,512 consumers 18 and older


                                                                                    4
Things That Are Getting Worse
                                                   Dollars and        When Advertising
                                                 Consumer Sense,          Works,*
                                                  January 2008         April-May 2008

   Selected items:                              Very/fairly worried   Very/fairly worried

   Cost of gasoline                                     75%                 83%
   Having enough money to retire on                    43                   64
   Keeping up with the cost of living                  39                   73
   Getting out of debt                                 27                   48
   Having enough money to put food
    on the table                                        17                  42




* April-May ’08 source: Yankelovich When Advertising Works survey
  of 1,512 consumers 18 and older


                                                                                            5
Pinching a Few Pennies, At Least

      Dollars & Consumer Sense
       MONITOR Perspective           Degree of spending      Degree of
             January 2008               cuts made in       spending cuts
                                      last few months     planned in 2008



                          None           42%                  22%
                          A little       13%                  27%
                          Moderate       23%                  31%
                          A lot          21%                  19%
Yankelovich © 2007/2008                                                     6
Dollars & Consumer Sense Value Planning Model

                    Where the economy
                        stacks up          Concerns/worries
                                             moderated by

                                          Income/coping skills
                                               results in
                      A snapshot of the
                      consumer mindset     Economic anxiety
                                             moderated by

                                            Shopping styles
                                               results in
                   What consumers will
                       do/pay for           Value trade-offs

Yankelovich © 2007/2008                                          7
Shopping Styles Are Influenced by Anxiety
• As economic anxiety rises, consumers migrate away from
  styles that expose them to economic risks
                                                      Level of Economic Anxiety
                                                                   Mode-
                                                      None   Low    rate High   Severe


                                                      %      %      %     %       %

    I shop only when I have to                        74     82    85    90      97
    I buy generic or store brands whenever possible   58     73    75    78      90
    I stick to a plan or list when making purchases   67     73    76    79      71
    I shop around to get the best price on the
    things I need                                     62     63    75    74      83



                                                                                         8
Dining Value Trade-Offs by Economic Anxiety
                                                   Level of Economic Anxiety
                                                                Mode-
                                                   None   Low    rate High   Severe


  Other Food Related Trade-Offs                    %      %      %     %       %
    To save money, cook from scratch rather than
    purchase foods that are already prepared       39     54    58    67      71
    (Less likely to) Go out to eat for lunch       23     36    49    64      66
    (Less likely to) Go out to eat for dinner      18     36    40    55      67
    When dining, choose less expensive items to
    save money                                     21     27    38    52      66
    Eat out at less expensive restaurants          15     32    37    39      49



                                                                                      9
Approaching anxious consumers
Consuming only when necessary is the style most affected
by consumer anxiety
•   With greater anxiety comes a desire to curtail unnecessary (read:
    frivolous) shopping
•   Avoiding the appearance of frivolity is essential to staying in
    consumers’ consideration set
•   However, there are still opportunities for brand names, impulse
    purchases, one-stop convenience, time savings, etc., as long as they
    can be positioned to fit with an increasing focus on necessities
•   Position dining as an ‘affordable necessity’ during stressful times




                                                                           10
Mitigating Anxiety During a Downturn
There are some opportunities (albeit limited ones) for
marketers to do more than just react to changes in
consumer spending patterns
1. Consider targeting consumers who see themselves as more
   competent and more in control
2. Target at higher income levels given their somewhat greater
   psychological resiliency in the face of economic uncertainty
3. Remind consumers of what they already believe — that they are
   smart and in control
4. Offer help and assistance, even partnering with consumers where
   possible, to put consumers back in control




                                                                     11
And…Still In Control, Good Times or Bad



                                         2007          2008
                                      Yankelovich    Dollars &
        Describes you…                 MONITOR    Consumer Sense


            As self-reliant as possible   79%         88%

            In control of my life         67 %        80 %




Yankelovich © 2007/2008                                        12
A marketer-driven world              A consumer-driven world


                  Outside‐In              Inside‐Out
                  Economy                  Economy

                  Consumers                  Marketers
                 are dependent             take direction
                          Control is       Control rests
                          corporate       with consumers

                     All business          Very personal
Yankelovich © 2007/2008                                     13
Consumers Take Control


          Auto
     Dealer cost structures
     made public, cars by RFP


                           $$$$
                          Day traders, mortgages/
                          loans by RFP

                                               TV
                                            Time-shifting, ad
                                            avoidance
Yankelovich © 2007/2008                                         14
Information-Savvier Consumers

                I always know how to               Important in your personal
                get the information I
                 get the information                life today: Researching a
                                                    life today: Researching
               need to make decisions                product before buying it

                          61%     75%                   44%        61%
                          2002   TODAY                  2004       TODAY




                                    I know more about the
                                 products being sold in stores
                                 than the people selling them


                                      48%          53%
                                       2005        TODAY

Yankelovich © 2007/2008                                                         15
Locus of Control, Expertise, Authority

       • In Charge: Directing, Advising, Guiding


                          Extremely/very important to the
                          way others see you: Someone who
                          gives smart advice

                                           67 %
                                           TODAY




Yankelovich © 2007/2008                                     16
Smarter Than the Average Bear




                                                         %
                                   I think my IQ is
                                higher than average

     2005 Yankelovich MONITOR Financial Services Study



Yankelovich © 2007/2008                                      17
Expectations of More Control

       • Self-Reliance

                          Agree more with “following your own
                          instincts” or “listening to experts”

                          Following your own instincts

                                    61%         74%
                                     2002       TODAY




Yankelovich © 2007/2008                                          18
Expectations of More Control

       • Passionate Involvement


                          Extremely/very important to the
                          way others see you: Passionate
                          about the things you care about

                                    61%        73%
                                     2003      TODAY




Yankelovich © 2007/2008                                     19
Expectations of More Control

       • Marketing Resistance


                          Extremely/very important to
                          the way others see you: Someone
                          who can always see through
                          exaggeration and hype


                                 38%        56%
                                  2002      TODAY



Yankelovich © 2007/2008                                     20
Expectations of More Control

       • Authenticity & Honesty


                          Extremely/very important to the
                          way others see you: Someone who
                          tells the truth no matter what

                                72%       82%
                                 2003     TODAY




Yankelovich © 2007/2008                                     21
Gasoline
                            price alerts
                                                   Carbon
                                                   footprint
                                                    meters




                Nutritional guides & data
                                            Price comparisons


Yankelovich © 2007/2008                                         22
Smart Toothbrush




Yankelovich © 2007/2008   23
Tapping the Dash Driver Network




Yankelovich © 2007/2008           24
Keep Your Health Care Info Under Your Control




Yankelovich © 2007/2008                     25
New Ways to Manage Money




Yankelovich © 2007/2008    26
Thought-Starters
         • Open up access to information
                 • Share an “insider’s” view
                 • Be an aggregator of relevant information,
                   especially nutritional
                 • Make information engagement “special” – for
                   connossieurs, for VIPs, for loyal customers, for
                   experts, easy to share and show off to others

         • Give customers control over information
                 • Host communities that invite criticism and shared-
                   help solutions (people will brag on you there, too)
                 • Up-to-the-minute status reports on a location
                 • Teach them “relevant” evaluative criteria
Yankelovich © 2007/2008                                               27
Thought-Starters
  • Open up concepts to customer-generated
    recombinations
          • Easy to facilitate in marketing communications
          • Harder to do in menu choices, but potentially a
            bigger return in customer engagement and loyalty
                   • Every visit is thus not the same, but instead is a new
                     experience, even adventure
                   • Provides customers with more ways to find relevance
                     and chances to visit
          • Multi-sensory and design components can personalize
                   • iPod cradles at each table (with appropriate limits)
                   • Personal video screens for ordering and entertainment
                   • Multi-tasking hubs where food is vital but secondary
Yankelovich © 2007/2008                                                       28
Thought-Starters
  • Use database systems to aggregate knowledge of
    individual customers – Invite opt-in
          • Personalize the relevance of what customers receive
                   • Can be more than menus
                   • The experience itself
                   • The interaction with staff
                   • Reminders and thank you’s via mail or email
                   • Discounts and promotions
                   • Special events, parties or family gatherings
                   • Special treatment on special occasions
                   • Have favorite items on the table or ready to serve
                   • Personalization in every location across the country
Yankelovich © 2007/2008                                                     29
A State of More


                          More lifestyle options

                          More relevant/meaningful rewards

                          More marketplace skills

                          More marketplace options

                          Less compromise



Yankelovich © 2007/2008                                      30
“The Magical Number Seven, Plus or Minus Two”

     George A. Miller, The Psychological Review, 1956, vol. 63, pp. 81-97

               If the human observer is a reasonable kind of communication
               If the human observer is a reasonable kind of communication
               system, then when we increase the amount of input information
               system, then when we increase                         information
               the transmitted information will increase at first and will
               the transmitted information will increase at first and will
               eventually level off at some asymptotic value. This asymptotic
               eventually level off at some asymptotic value. This asymptotic
               value we take to be the channel capacity of the observer: it
               value we take to be the channel capacity of the observer: it
               represents the greatest amount of information that he can give us
               represents the greatest amount of information that he can give us
               about the stimulus on the basis of an absolute judgment. The
               about the stimulus on the basis of an absolute judgment. The
               channel capacity is the upper limit on the extent to which the
               channel capacity is the upper limit on the extent to which the
               observer can match his responses to the stimuli we give him.
               observer can match his responses to the stimuli we give him.

               Let me summarize the situation in this way. There is a clear and
               Let me summarize the situation in this way. There is
               definite limit to the accuracy with which we can identify
               definite limit to the accuracy with which we can identify
               absolutely the magnitude of a unidimensional stimulus variable. II
               absolutely the magnitude of a unidimensional stimulus variable.
               would propose to call this limit the span of absolute judgment,
               would propose to call this limit the span of absolute judgment,
               and II maintain that for unidimensional judgments this span is
               and maintain that for unidimensional judgments          span is
               usually somewhere in the neighborhood of
               usually somewhere in the neighborhood of   seven        .
                                                                       .

Yankelovich © 2007/2008                                                             31
Yet, Apparently Consumers Are Coping



                          I’m overwhelmed by all of
                          the sources of information
                          available today

                                   61%        47%
                                    1996      TODAY




Yankelovich © 2007/2008                                32
A New Movement is Emerging


       FROM
           Control More/Shoot for More
                                                  TO
                          Control More/Shoot for Precision




Yankelovich © 2007/2008                                  33
Consumer Strategies for Navigating a World of “More”



                          Consumer control evolves!
                             Pinpointing
                             Splicing
                             Limelighting
                             imPerfecting



Yankelovich © 2007/2008                               34
Yankelovich © 2007/2008   35
Passion for Precision

                               Pinpointing




Yankelovich © 2007/2008                           36
Pinpointing: Wiki Backlash


                          There are too many people these
                          days giving their opinions who
                          know much less than they think
                          they do
                                         88 %
                                         TODAY




Yankelovich © 2007/2008                                     37
Pinpointing: Tighter Circles in Demand



                          Important in your personal life today:
                          Spending time with people who are as
                          passionate and knowledgeable about
                          the things you care about as you are

                                          55 %
                                          TODAY




Yankelovich © 2007/2008                                            38
Pinpointing: From Search to Smart Search




Yankelovich © 2007/2008                39
Pinpointing: Smart Job Search




Yankelovich © 2007/2008         40
Pinpointing: Smart Travel Search




Yankelovich © 2007/2008            41
Pinpointing: Wonder What Walt Would Think


             “The home of Mickey Mouse, Tigger
             and Tinkerbell has banned kids from
             its fanciest restaurant. Beginning
             this week, children under 10 are no
             longer welcome at Victoria & Albert's
             in the Grand Floridian Resort & Spa.
             Victoria & Albert's is Walt Disney
             World's only restaurant with an AAA
             five-diamond rating. quot;We want to be
             the restaurant that's available for
             that adult experience,quot; said general
             manager Israel Perez’.”
             (“Disney World Restaurant Bans Children,” Akron
             Beacon Journal, 01.05.08)



Yankelovich © 2007/2008                                        42
Pinpointing: Looking Ahead

                                  Make consumers smarter

                          Don’t pile it on
                            Instead, pinpoint it
                          Facilitate ‘narrow’ engagement
                            Start with a profile
                            Management tools for consumers to use
                            Consolidation & aggregation
                            Training & hosting
                            The best place to find more
Yankelovich © 2007/2008                                             43
Yankelovich © 2007/2008   44
Passion for Precision

                                 Splicing




Yankelovich © 2007/2008                           45
Splicing: My Pieces, My Puzzle



                          (Among those online) Have customized a
                          web page or search engine to show the news
                          and information of most interest to you


                                              24 %
                                              TODAY




Yankelovich © 2007/2008                                                46
Splicing: My Shows, My Schedule



                          Watch TV programs later than when they
                          originally aired, not including reruns
                          (e.g., streaming video on the Internet, DVR,
                          On-Demand, on an iPod, etc.)


                                                    34 %
                                                    TODAY




Yankelovich © 2007/2008                                                  47
Splicing: My News, My Sources



                          In a survey measuring knowledge of
                          current events (conducted by the Pew
                          Research Center), half the people who
                          did the best said they got their news
                          from at least seven outlets a day
                          (“Best-Informed Also View Fake News,” The New York Times,
                          (“Best-Informed Also View Fake News,” The New York Times,
                          04.16.07)
                          04.16.07)




Yankelovich © 2007/2008                                                               48
Splicing: Looking Ahead

                          Consumers demanding new collaborations

                 Consumers to expect more – innovative products 
                 have already given them a taste of the potential of 
                 splicing
                 Focus on combinations of multiple products – even 
                 of very different sorts or applications 
                 It means expanded roles and non‐traditional 
                 players in many categories
                 Consumers are changing their standards of success

Yankelovich © 2007/2008                                                 49
Splicing: TasteBooks


                    “For $34.95, a cooking enthusiast can select up
                    to 100 recipes, which come encased in a ring-
                    binder with a customized cover. The site also
                    accommodates those who want to fill a volume
                    with their own recipes or with recipes from
                    sites other than Epicurious.”
                    (“A Cookbook of One’s Own
                    (“A Cookbook of One’s Own
                    from the Internet,” The New
                    from the Internet,” The New
                    York Times, 11.12.07)
                    York Times, 11.12.07)




Yankelovich © 2007/2008                                               50
Splicing: Mix and Match Meals



                 “Every chef puts his or her own spin on what is
                 often described as ‘global tapas,’ but at small-
                 plate restaurants across the country you'll find a
                 spirited atmosphere that encourages a meal
                 designed to be shared by as many diners as
                 possible. Plenty of table reaching and plate
                 shuffling ensures that everyone can taste
                 everything.” (“Restaurant trend: Small-Plates Dining,”
                                  lifestyle.msn.com)




Yankelovich © 2007/2008                                                   51
Splicing: Alternative Yoga



                      “…has teamed up with Vosges chocolate…to
                      offer yoga and chocolate seminars that begin
                      and end with a truffle. Much like traditional
                      yoga practices, he uses the sweet to make
                      participants more aware of their senses, asking
                      them to savor each little bite and its distinct
                      taste…” (“Nude Yoga and Other Twists
                      to the Practice,” Newsweek, 08.20.07)




Yankelovich © 2007/2008                                                 52
Splicing: Think About It
    Playlists
                                         Two Tastes In One
                          Wrist Watch
                          With A Pulse




              Glucose Meter/Phone
                                         Technology Mash-Ups




Yankelovich © 2007/2008                                        53
Splicing: Mixing Business with Pleasure


                   A day at the office can be a downright assault on your
                   sense of smell. Between Harry’s halitosis, Penny’s
                   pungent perfume, and Stanley’s tuna on onion roll,
                   you can’t get a breath of fresh air. Don’t lose your
                   cool. Save your sniffer (and your sanity) with the USB
                   fragrance oil burner. Plug this puppy into your
                                               computer, add a drop of
                                               oil, and be instantly
                                               bathed in soothing scent.
                                              (DailyCandy, 10.03.07)




Yankelovich © 2007/2008                                                     54
Splicing: Netvibes




Yankelovich © 2007/2008   55
Splicing: SocialThing!




Yankelovich © 2007/2008   56
Splicing: Food as Medicine




Yankelovich © 2007/2008      57
Splicing: Retail Health Care



                          The medical services available in
                          many grocery and retail stores are
                          just as good as those available in
                          traditional medical facilities

                                             42 %
                                              TODAY




Yankelovich © 2007/2008                                        58
Splicing: Retail Health Care




Yankelovich © 2007/2008        59
Splicing: The Spa at Whole Foods




Yankelovich © 2007/2008               60
Yankelovich © 2007/2008   61
Passion for Precision

                              Limelighting




Yankelovich © 2007/2008                           62
Limelighting: Required in an iPriority World


                          People who don’t take time for
                          themselves end up taking it out
                          on others

                                         80 %
                                         TODAY




Yankelovich © 2007/2008                                     63
Limelighting: Putting a Lid On It


                          (Among those working full/part time)
                          Important in your personal life today:
                          Leaving work problems in the office


                                  57 %         62 %
                                   2004        TODAY




Yankelovich © 2007/2008                                            64
Limelighting: Just Say “No!”



                          Rate skills highly: Being able to
                          say “no” when you need to

                                     70 %
                                     TODAY




Yankelovich © 2007/2008                                       65
Drawing the Line: On Health, Too




                                Likely to be true ten years from
                                now: certain methods or
                                ingredients used in preparing food
                                will be against the law


                                                                                    54 %
                                    Millennials           55%
                                    Xers                  49
                                    Boomers               53                         TODAY
                                    Matures               63

                      (5-7 on 7-pt. scale, where 7 is rate skills as “extremely likely” and 1 is rate skills as “not at all likely”)
Yankelovich © 2007/2008                                                                                                                66
Drawing the Line: They Need Your Help On This…




                          Restaurant portions are too large
                          and cause me to eat more than I
                          normally would

                           Men
                           Women
                                         48%
                                         61    55 %
                           Millennials   49    TODAY
                           Xers          58
                           Boomers       51
                           Matures       62

Yankelovich © 2007/2008                                       67
Limelighting: Finding Family Time



                     (Among parents with children <18 in HH)
                     It is important for families to eat dinner
                     together every night



                            60 %           Moms        62%
                             TODAY         Dads        57%



Yankelovich © 2007/2008                                           68
Limelighting: A “24” Weekend


                    “DVDs have upended how we watch television,
                    transforming shows from disposable weekly units into
                    8-, 12-, 22-hour movies. ‘We get a lot of people who
                                         tell us they don’t even watch
                                         the show when it airs,’ says
                                         Joel Surnow, co-creator of
                                         ‘24.’ They wait for the DVD
                                         and watch it all at once’.”
                                        (“Why TV Is Better than the Movies,”
                                        (“Why TV Is Better than the Movies,”
                                        Newsweek, 02.26.07)
                                        Newsweek, 02.26.07)




Yankelovich © 2007/2008                                                        69
Limelighting: Longer Spa Appointments


                   “…spa-goers are requesting longer treatments —
                   allowing for extended, enhanced and more
                   meaningful spa experiences…[spa-goers are]
                   booking time instead of a treatment… [this]
                   gives the consumer the flexibility to
                   choose what they want based on how
                   they feel when they arrive at the spa”
                   (The International Spa Association Key Spa Industry
                   Trends for 2006)




Yankelovich © 2007/2008                                                  70
Limelighting: The Comforts of Home



            staycation – A vacation that is spent at
            one's home enjoying all that home and one's
            home environs have to offer.
            Even though I live and work in New York, I don't always get to
            enjoy all it has to offer, what with my work commitments, but I
            sure did have an awesome time here during my spring staycation.
            (urbandictionary.com)




Yankelovich © 2007/2008                                                       71
Limelighting: My Private Get-Away


                          (Among married/living together)
                          I would feel comfortable taking a
                          vacation without my spouse or
                          significant other
                                              45%
                                               TODAY




Yankelovich © 2007/2008                                       72
Limelighting: Sleeping Alone

             “In a survey in February by the NAHB, builders and
             architects predicted that more than 60 percent of custom
             houses would have dual master bedrooms by 2015…some
             builders say more than a quarter of their new projects
             already do. [One expert says,] ‘The growing need for
             separate bedrooms represents the speed-up of family life —
             women’s roles have changed — and the need for extra
             space eases the strain on the relationship. If one of them
             snores, the other one won’t be able to perform the next
             day. It’s nothing to do with social class, and it’s not
             necessarily indicative of marital discord’.”
             (“To Have, Hold and Cherish, Until Bedtime,” The New York Times, 03.11.07)
             (“To Have, Hold and Cherish, Until Bedtime,” The New York Times, 03.11.07)


Yankelovich © 2007/2008                                                                   73
Limelighting: Somehow I Still Don’t Get It Right



                          Scheduling down time or “me” time
                                         Important in    Describes
                                         personal life     you

                                 Total        51%
                                                %          33%
                                                             %


                                 Men          46           33

                                 Women        57           34

                                 Moms         54           27



Yankelovich © 2007/2008                                              74
Limelighting: Looking Ahead

                 Reflect and facilitate desires to do just one thing

                  Remember: Multi‐tasking may be one means to an 
                  end, but mono‐tasking may be the ideal solution
                  Help remove barriers to a singular focus
                          Give consumers a helping hand through coaching, 
                          tutoring, insider tips, etc.
                          Declutter and refine the consumer’s experience 
                          with your brands and communications


Yankelovich © 2007/2008                                                      75
Yankelovich © 2007/2008   76
Passion for Precision

                             imPerfecting




Yankelovich © 2007/2008                           77
imPerfecting: Wart Remover?




                          Own a digital camera

                          49%       64%
                           2005     TODAY




Yankelovich © 2007/2008                          78
imPerfecting: The Push Back on Airbrushing


                          “In an age when Americans’ appetite for
                          celebrity snapshots seems insatiable, retouching
                          photographs has become routine. But some
                                                   magazines are getting
                                                   too liberal with their
                                                   edits, and stars are
                                                   fighting back.”
                                                   (“‘22-inch Guns’ Stun Andy
                                                   (“‘22-inch Guns’ Stun Andy
                                                   Roddick,” ABCnews.go.com,
                                                   Roddick,” ABCnews.go.com,
                                                   05.29.07)
                                                   05.29.07)




Yankelovich © 2007/2008                                                         79
imPerfecting: Not Every Child Is “Perfect”


      “honest baby was founded by a mom, frustrated with
      the myth of perfect parenting…the more we try to
      mold the most social, well-rested, sweet, funny,
      gentle, articulate child on the planet, the more it
      becomes apparent there is not such thing…so we felt
      there needed to be a place where there would be no
      judgments…” (honestbaby.com)
                     (honestbaby.com)




Yankelovich © 2007/2008                                     80
imPerfecting: The Sweet Smell of…Nothing


         “Last year in the United States, spending on upscale women’s
         “Last year in the United States, spending on upscale women’s
         fragrances declined, as part of a multiyear trend. The group said $1.97
         fragrances declined, as part of a multiyear trend. The group said $1.97
         billion was spent, down from $2 billion in 2002.
         billion was spent, down from $2 billion in 2002.
         “Like Ms. Ware, more women are forgoing scent altogether. Last year,
         “Like Ms. Ware, more women are forgoing scent altogether. Last year,
         about 15 percent of women said they did not wear fragrance, up from
         about 15 percent of women said they did not wear fragrance, up from
         13 percent in 2003, according to a survey of 9,800 women conducted by
         13 percent in 2003, according to a survey of 9,800 women conducted by
         NPD.
         NPD.
         “That may sound like a small number, but nationally that translates into
         “That may sound like a small number, but nationally that translates into
         two million more women who are saying ‘I don’t wear fragrance,’ ” said
         two million more women who are saying ‘I don’t wear fragrance,’ ” said
         Karen Grant, the senior beauty industry analyst at NPD. “Eighty-five
         Karen Grant, the senior beauty industry analyst at NPD. “Eighty-five
         percent of women are still buying fragrance, but an increasing number
         percent of women are still buying fragrance, but an increasing number
         tell us they are wearing fewer scents, less frequently or not at all.”
         tell us they are wearing fewer scents, less frequently or not at all.”
         (“The Sweet Smell of…Nothing,” The New York Times, 02.14.08)
         (“The Sweet Smell of…Nothing,” The New York Times, 02.14.08)


Yankelovich © 2007/2008                                                             81
imPerfecting: “Ugly Fruit”


            “Waitrose, the supermarket chain associated with a certain
            kind of aesthetic perfection, has announced that it is to sell
            ugly fruit and veg at reduced prices…knobbly strawberries
            and bendy sticks of rhubarb will have to bear the stigma of a
            ‘discounted’ price tag, but still organizations such as Friends
            of the Earth are hailing the decision as a victory…a sign that
            we are beginning to accept the fact that this, actually, is
            what Britain's native harvest looks like when it hasn't been
            genetically engineered, smothered in pesticide or tarted up
            for a photo shoot in Elle Decoration.”
            (“An Idyllic Nightmare,” The Guardian, 06.21.06)
            (“An Idyllic Nightmare,” The Guardian, 06.21.06)



Yankelovich © 2007/2008                                                       82
imPerfecting: Striking a Chord?




                   “For my money, I think it’s great when the TV
                   world, which is always so formulaic and so
                   predictable, veers completely out of control.
                   It’s breathtaking TV.”
                          Peter Carlin, TV columnist for The Oregonian,
                          speaking of late-night TV hosts Jay Leno,
                          Conan O’Brien, and Jon Stewart returning to
                          the air without their writers (“Late-Night TV
                          Returns with an Entertaining Edge,” NPR Weekend
                          Edition, 01.05.08)




Yankelovich © 2007/2008                                                     83
imPerfecting: Looking Ahead
                                      Revisiting Real…
                            imPerfection can be an improvement

                          The fresh and unaffected, even if raw and 
                          imperfect, is often welcome
                          Liberate yourself from “the script” and speak 
                          to consumers with a new spirit of collaborative, 
                          honest engagement
                          Tighten up on the high‐gloss language that all 
                          too often nowadays rings hollow
                          Give consumers leeway to see things their own 
                          way and define things on their own terms
Yankelovich © 2007/2008                                                       84
Yankelovich © 2007/2008   85
The Revolution is Over. Consumers Won.

Assuming control and then
keeping it strong in many ways


       Consumer empowerment is now a given

       The only question is how empowerment will evolve 
       and manifest itself in the marketplace

       The opportunity lies in connecting with this evolution 
       in how consumers are engaged with brands


Yankelovich © 2007/2008                                      86
Thank You!

Yankelovich © 2007/2008                87

More Related Content

Similar to What's Really Going On In Marketplace

Credit Crunch Feb 09
Credit Crunch Feb 09Credit Crunch Feb 09
Credit Crunch Feb 09julianrodway
 
Credit Crunch March 09
Credit Crunch March 09Credit Crunch March 09
Credit Crunch March 09julianrodway
 
Credit Crunch Presentation
Credit Crunch PresentationCredit Crunch Presentation
Credit Crunch Presentationjulianrodway
 
Credit Crunch Presentation
Credit Crunch PresentationCredit Crunch Presentation
Credit Crunch Presentationjulianrodway
 
Retail Consumer Dynamics Study
Retail Consumer Dynamics StudyRetail Consumer Dynamics Study
Retail Consumer Dynamics StudyLouis Fernandes
 
E Business And The Economy
E Business And The EconomyE Business And The Economy
E Business And The EconomySucharita Kodali
 
Us Economy Update October 2009
Us Economy Update October 2009Us Economy Update October 2009
Us Economy Update October 2009noahstayton
 
Grocery Shopper Presentation V13
Grocery Shopper Presentation V13Grocery Shopper Presentation V13
Grocery Shopper Presentation V13JaneMount
 
Market Research on shopping and pricing in Ireland
Market Research on shopping and pricing in IrelandMarket Research on shopping and pricing in Ireland
Market Research on shopping and pricing in IrelandNational Consumer Agency
 
Breeding Loyalty Feb 2 2012
Breeding Loyalty Feb 2 2012Breeding Loyalty Feb 2 2012
Breeding Loyalty Feb 2 2012parvatimahadev
 

Similar to What's Really Going On In Marketplace (12)

Credit Crunch Feb 09
Credit Crunch Feb 09Credit Crunch Feb 09
Credit Crunch Feb 09
 
Credit Crunch March 09
Credit Crunch March 09Credit Crunch March 09
Credit Crunch March 09
 
Credit Crunch Presentation
Credit Crunch PresentationCredit Crunch Presentation
Credit Crunch Presentation
 
Credit Crunch Presentation
Credit Crunch PresentationCredit Crunch Presentation
Credit Crunch Presentation
 
Retail Consumer Dynamics Study
Retail Consumer Dynamics StudyRetail Consumer Dynamics Study
Retail Consumer Dynamics Study
 
4个影响食品零售竞争的因素报告
4个影响食品零售竞争的因素报告4个影响食品零售竞争的因素报告
4个影响食品零售竞争的因素报告
 
E Business And The Economy
E Business And The EconomyE Business And The Economy
E Business And The Economy
 
Us Economy Update October 2009
Us Economy Update October 2009Us Economy Update October 2009
Us Economy Update October 2009
 
Florian Bauer behavioral pricing pdf
Florian Bauer behavioral pricing pdfFlorian Bauer behavioral pricing pdf
Florian Bauer behavioral pricing pdf
 
Grocery Shopper Presentation V13
Grocery Shopper Presentation V13Grocery Shopper Presentation V13
Grocery Shopper Presentation V13
 
Market Research on shopping and pricing in Ireland
Market Research on shopping and pricing in IrelandMarket Research on shopping and pricing in Ireland
Market Research on shopping and pricing in Ireland
 
Breeding Loyalty Feb 2 2012
Breeding Loyalty Feb 2 2012Breeding Loyalty Feb 2 2012
Breeding Loyalty Feb 2 2012
 

More from National Restaurant Association

H1N1: What You Need to Know About the Influenza Pandemic
H1N1: What You Need to Know About the Influenza PandemicH1N1: What You Need to Know About the Influenza Pandemic
H1N1: What You Need to Know About the Influenza PandemicNational Restaurant Association
 
Distribution Challenges -- U.S. Foodservice Presentation
Distribution Challenges -- U.S. Foodservice PresentationDistribution Challenges -- U.S. Foodservice Presentation
Distribution Challenges -- U.S. Foodservice PresentationNational Restaurant Association
 
Consumer Confidence in Food Safety -- National Cattlemen’s Beef Association P...
Consumer Confidence in Food Safety -- National Cattlemen’s Beef Association P...Consumer Confidence in Food Safety -- National Cattlemen’s Beef Association P...
Consumer Confidence in Food Safety -- National Cattlemen’s Beef Association P...National Restaurant Association
 
Outbreak of Salmonella Saintpaul infections associated with multiple produce ...
Outbreak of Salmonella Saintpaul infections associated with multiple produce ...Outbreak of Salmonella Saintpaul infections associated with multiple produce ...
Outbreak of Salmonella Saintpaul infections associated with multiple produce ...National Restaurant Association
 
GFSI: Ensuring Safety Through Certification -- Silliker Global Certification ...
GFSI: Ensuring Safety Through Certification -- Silliker Global Certification ...GFSI: Ensuring Safety Through Certification -- Silliker Global Certification ...
GFSI: Ensuring Safety Through Certification -- Silliker Global Certification ...National Restaurant Association
 
Multinational Solutions for Global Challenges -- McDonald\'s Presentation
Multinational Solutions for Global Challenges -- McDonald\'s PresentationMultinational Solutions for Global Challenges -- McDonald\'s Presentation
Multinational Solutions for Global Challenges -- McDonald\'s PresentationNational Restaurant Association
 
The Food Business Forum -- Global Food Safety Initiative Presentation
The Food Business Forum -- Global Food Safety Initiative PresentationThe Food Business Forum -- Global Food Safety Initiative Presentation
The Food Business Forum -- Global Food Safety Initiative PresentationNational Restaurant Association
 
Systems to Manage Expert Networks - Gerson Lehrman Group Presentation
Systems to Manage Expert Networks - Gerson Lehrman Group PresentationSystems to Manage Expert Networks - Gerson Lehrman Group Presentation
Systems to Manage Expert Networks - Gerson Lehrman Group PresentationNational Restaurant Association
 

More from National Restaurant Association (20)

H1N1: What You Need to Know About the Influenza Pandemic
H1N1: What You Need to Know About the Influenza PandemicH1N1: What You Need to Know About the Influenza Pandemic
H1N1: What You Need to Know About the Influenza Pandemic
 
Debt Management: The 3 R's to Surviving a Recession
Debt Management: The 3 R's to Surviving a RecessionDebt Management: The 3 R's to Surviving a Recession
Debt Management: The 3 R's to Surviving a Recession
 
Business Credit: Bottom-Line Profits and Beyond
Business Credit: Bottom-Line Profits and BeyondBusiness Credit: Bottom-Line Profits and Beyond
Business Credit: Bottom-Line Profits and Beyond
 
Distribution Challenges -- U.S. Foodservice Presentation
Distribution Challenges -- U.S. Foodservice PresentationDistribution Challenges -- U.S. Foodservice Presentation
Distribution Challenges -- U.S. Foodservice Presentation
 
Foodborne Illness: Prevention and Response
Foodborne Illness: Prevention and ResponseFoodborne Illness: Prevention and Response
Foodborne Illness: Prevention and Response
 
Supply Chain Hurdles
Supply Chain HurdlesSupply Chain Hurdles
Supply Chain Hurdles
 
Gale Prince Presentation
Gale Prince PresentationGale Prince Presentation
Gale Prince Presentation
 
Consumer Confidence in Food Safety -- National Cattlemen’s Beef Association P...
Consumer Confidence in Food Safety -- National Cattlemen’s Beef Association P...Consumer Confidence in Food Safety -- National Cattlemen’s Beef Association P...
Consumer Confidence in Food Safety -- National Cattlemen’s Beef Association P...
 
Darden Restaurants Presentation
Darden Restaurants PresentationDarden Restaurants Presentation
Darden Restaurants Presentation
 
Outbreak of Salmonella Saintpaul infections associated with multiple produce ...
Outbreak of Salmonella Saintpaul infections associated with multiple produce ...Outbreak of Salmonella Saintpaul infections associated with multiple produce ...
Outbreak of Salmonella Saintpaul infections associated with multiple produce ...
 
SQFI and the SQF Standard
SQFI and the SQF StandardSQFI and the SQF Standard
SQFI and the SQF Standard
 
GFSI: Ensuring Safety Through Certification -- Silliker Global Certification ...
GFSI: Ensuring Safety Through Certification -- Silliker Global Certification ...GFSI: Ensuring Safety Through Certification -- Silliker Global Certification ...
GFSI: Ensuring Safety Through Certification -- Silliker Global Certification ...
 
Multinational Solutions for Global Challenges -- McDonald\'s Presentation
Multinational Solutions for Global Challenges -- McDonald\'s PresentationMultinational Solutions for Global Challenges -- McDonald\'s Presentation
Multinational Solutions for Global Challenges -- McDonald\'s Presentation
 
International Featured Standards Presentation
International Featured Standards PresentationInternational Featured Standards Presentation
International Featured Standards Presentation
 
The Food Business Forum -- Global Food Safety Initiative Presentation
The Food Business Forum -- Global Food Safety Initiative PresentationThe Food Business Forum -- Global Food Safety Initiative Presentation
The Food Business Forum -- Global Food Safety Initiative Presentation
 
Systems to Manage Expert Networks - Gerson Lehrman Group Presentation
Systems to Manage Expert Networks - Gerson Lehrman Group PresentationSystems to Manage Expert Networks - Gerson Lehrman Group Presentation
Systems to Manage Expert Networks - Gerson Lehrman Group Presentation
 
Coca-Cola Presentation
Coca-Cola PresentationCoca-Cola Presentation
Coca-Cola Presentation
 
BRC Global Standards
BRC Global StandardsBRC Global Standards
BRC Global Standards
 
American National Standards Institute Presentation
American National Standards Institute PresentationAmerican National Standards Institute Presentation
American National Standards Institute Presentation
 
Exploring Umami: The Fifth Taste
Exploring Umami: The Fifth TasteExploring Umami: The Fifth Taste
Exploring Umami: The Fifth Taste
 

Recently uploaded

Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsyasinnathani
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 

Recently uploaded (20)

Data skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story pointsData skills for Agile Teams- Killing story points
Data skills for Agile Teams- Killing story points
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 

What's Really Going On In Marketplace

  • 1. Yankelovich MONITOR ® 2007/2008 Passion for PRECISION The Consumer Empowerment Revolution Hits Full Stride Yankelovich © 2007/2008 1
  • 2. If There Was Any Doubt… Yankelovich © 2007/2008 2
  • 3. Current Outlook But…do consumers still feel in control with the uncertain, even anxious, economic prospects ahead? Yankelovich © 2007/2008 3
  • 4. Economic Anxiety Levels Are Rising January ‘08 April-May ’08* None 10% 3% 35 15 Low 25 12 Moderate 32 31 High 19 33 24 54 Severe 14 30 * April-May ’08 source: Yankelovich When Advertising Works survey of 1,512 consumers 18 and older 4
  • 5. Things That Are Getting Worse Dollars and When Advertising Consumer Sense, Works,* January 2008 April-May 2008 Selected items: Very/fairly worried Very/fairly worried Cost of gasoline 75% 83% Having enough money to retire on 43 64 Keeping up with the cost of living 39 73 Getting out of debt 27 48 Having enough money to put food on the table 17 42 * April-May ’08 source: Yankelovich When Advertising Works survey of 1,512 consumers 18 and older 5
  • 6. Pinching a Few Pennies, At Least Dollars & Consumer Sense MONITOR Perspective Degree of spending Degree of January 2008 cuts made in spending cuts last few months planned in 2008 None 42% 22% A little 13% 27% Moderate 23% 31% A lot 21% 19% Yankelovich © 2007/2008 6
  • 7. Dollars & Consumer Sense Value Planning Model Where the economy stacks up Concerns/worries moderated by Income/coping skills results in A snapshot of the consumer mindset Economic anxiety moderated by Shopping styles results in What consumers will do/pay for Value trade-offs Yankelovich © 2007/2008 7
  • 8. Shopping Styles Are Influenced by Anxiety • As economic anxiety rises, consumers migrate away from styles that expose them to economic risks Level of Economic Anxiety Mode- None Low rate High Severe % % % % % I shop only when I have to 74 82 85 90 97 I buy generic or store brands whenever possible 58 73 75 78 90 I stick to a plan or list when making purchases 67 73 76 79 71 I shop around to get the best price on the things I need 62 63 75 74 83 8
  • 9. Dining Value Trade-Offs by Economic Anxiety Level of Economic Anxiety Mode- None Low rate High Severe Other Food Related Trade-Offs % % % % % To save money, cook from scratch rather than purchase foods that are already prepared 39 54 58 67 71 (Less likely to) Go out to eat for lunch 23 36 49 64 66 (Less likely to) Go out to eat for dinner 18 36 40 55 67 When dining, choose less expensive items to save money 21 27 38 52 66 Eat out at less expensive restaurants 15 32 37 39 49 9
  • 10. Approaching anxious consumers Consuming only when necessary is the style most affected by consumer anxiety • With greater anxiety comes a desire to curtail unnecessary (read: frivolous) shopping • Avoiding the appearance of frivolity is essential to staying in consumers’ consideration set • However, there are still opportunities for brand names, impulse purchases, one-stop convenience, time savings, etc., as long as they can be positioned to fit with an increasing focus on necessities • Position dining as an ‘affordable necessity’ during stressful times 10
  • 11. Mitigating Anxiety During a Downturn There are some opportunities (albeit limited ones) for marketers to do more than just react to changes in consumer spending patterns 1. Consider targeting consumers who see themselves as more competent and more in control 2. Target at higher income levels given their somewhat greater psychological resiliency in the face of economic uncertainty 3. Remind consumers of what they already believe — that they are smart and in control 4. Offer help and assistance, even partnering with consumers where possible, to put consumers back in control 11
  • 12. And…Still In Control, Good Times or Bad 2007 2008 Yankelovich Dollars & Describes you… MONITOR Consumer Sense As self-reliant as possible 79% 88% In control of my life 67 % 80 % Yankelovich © 2007/2008 12
  • 13. A marketer-driven world A consumer-driven world Outside‐In Inside‐Out Economy Economy Consumers Marketers are dependent take direction Control is Control rests corporate with consumers All business Very personal Yankelovich © 2007/2008 13
  • 14. Consumers Take Control Auto Dealer cost structures made public, cars by RFP $$$$ Day traders, mortgages/ loans by RFP TV Time-shifting, ad avoidance Yankelovich © 2007/2008 14
  • 15. Information-Savvier Consumers I always know how to Important in your personal get the information I get the information life today: Researching a life today: Researching need to make decisions product before buying it 61% 75% 44% 61% 2002 TODAY 2004 TODAY I know more about the products being sold in stores than the people selling them 48% 53% 2005 TODAY Yankelovich © 2007/2008 15
  • 16. Locus of Control, Expertise, Authority • In Charge: Directing, Advising, Guiding Extremely/very important to the way others see you: Someone who gives smart advice 67 % TODAY Yankelovich © 2007/2008 16
  • 17. Smarter Than the Average Bear % I think my IQ is higher than average 2005 Yankelovich MONITOR Financial Services Study Yankelovich © 2007/2008 17
  • 18. Expectations of More Control • Self-Reliance Agree more with “following your own instincts” or “listening to experts” Following your own instincts 61% 74% 2002 TODAY Yankelovich © 2007/2008 18
  • 19. Expectations of More Control • Passionate Involvement Extremely/very important to the way others see you: Passionate about the things you care about 61% 73% 2003 TODAY Yankelovich © 2007/2008 19
  • 20. Expectations of More Control • Marketing Resistance Extremely/very important to the way others see you: Someone who can always see through exaggeration and hype 38% 56% 2002 TODAY Yankelovich © 2007/2008 20
  • 21. Expectations of More Control • Authenticity & Honesty Extremely/very important to the way others see you: Someone who tells the truth no matter what 72% 82% 2003 TODAY Yankelovich © 2007/2008 21
  • 22. Gasoline price alerts Carbon footprint meters Nutritional guides & data Price comparisons Yankelovich © 2007/2008 22
  • 24. Tapping the Dash Driver Network Yankelovich © 2007/2008 24
  • 25. Keep Your Health Care Info Under Your Control Yankelovich © 2007/2008 25
  • 26. New Ways to Manage Money Yankelovich © 2007/2008 26
  • 27. Thought-Starters • Open up access to information • Share an “insider’s” view • Be an aggregator of relevant information, especially nutritional • Make information engagement “special” – for connossieurs, for VIPs, for loyal customers, for experts, easy to share and show off to others • Give customers control over information • Host communities that invite criticism and shared- help solutions (people will brag on you there, too) • Up-to-the-minute status reports on a location • Teach them “relevant” evaluative criteria Yankelovich © 2007/2008 27
  • 28. Thought-Starters • Open up concepts to customer-generated recombinations • Easy to facilitate in marketing communications • Harder to do in menu choices, but potentially a bigger return in customer engagement and loyalty • Every visit is thus not the same, but instead is a new experience, even adventure • Provides customers with more ways to find relevance and chances to visit • Multi-sensory and design components can personalize • iPod cradles at each table (with appropriate limits) • Personal video screens for ordering and entertainment • Multi-tasking hubs where food is vital but secondary Yankelovich © 2007/2008 28
  • 29. Thought-Starters • Use database systems to aggregate knowledge of individual customers – Invite opt-in • Personalize the relevance of what customers receive • Can be more than menus • The experience itself • The interaction with staff • Reminders and thank you’s via mail or email • Discounts and promotions • Special events, parties or family gatherings • Special treatment on special occasions • Have favorite items on the table or ready to serve • Personalization in every location across the country Yankelovich © 2007/2008 29
  • 30. A State of More More lifestyle options More relevant/meaningful rewards More marketplace skills More marketplace options Less compromise Yankelovich © 2007/2008 30
  • 31. “The Magical Number Seven, Plus or Minus Two” George A. Miller, The Psychological Review, 1956, vol. 63, pp. 81-97 If the human observer is a reasonable kind of communication If the human observer is a reasonable kind of communication system, then when we increase the amount of input information system, then when we increase information the transmitted information will increase at first and will the transmitted information will increase at first and will eventually level off at some asymptotic value. This asymptotic eventually level off at some asymptotic value. This asymptotic value we take to be the channel capacity of the observer: it value we take to be the channel capacity of the observer: it represents the greatest amount of information that he can give us represents the greatest amount of information that he can give us about the stimulus on the basis of an absolute judgment. The about the stimulus on the basis of an absolute judgment. The channel capacity is the upper limit on the extent to which the channel capacity is the upper limit on the extent to which the observer can match his responses to the stimuli we give him. observer can match his responses to the stimuli we give him. Let me summarize the situation in this way. There is a clear and Let me summarize the situation in this way. There is definite limit to the accuracy with which we can identify definite limit to the accuracy with which we can identify absolutely the magnitude of a unidimensional stimulus variable. II absolutely the magnitude of a unidimensional stimulus variable. would propose to call this limit the span of absolute judgment, would propose to call this limit the span of absolute judgment, and II maintain that for unidimensional judgments this span is and maintain that for unidimensional judgments span is usually somewhere in the neighborhood of usually somewhere in the neighborhood of seven . . Yankelovich © 2007/2008 31
  • 32. Yet, Apparently Consumers Are Coping I’m overwhelmed by all of the sources of information available today 61% 47% 1996 TODAY Yankelovich © 2007/2008 32
  • 33. A New Movement is Emerging FROM Control More/Shoot for More TO Control More/Shoot for Precision Yankelovich © 2007/2008 33
  • 34. Consumer Strategies for Navigating a World of “More” Consumer control evolves! Pinpointing Splicing Limelighting imPerfecting Yankelovich © 2007/2008 34
  • 36. Passion for Precision Pinpointing Yankelovich © 2007/2008 36
  • 37. Pinpointing: Wiki Backlash There are too many people these days giving their opinions who know much less than they think they do 88 % TODAY Yankelovich © 2007/2008 37
  • 38. Pinpointing: Tighter Circles in Demand Important in your personal life today: Spending time with people who are as passionate and knowledgeable about the things you care about as you are 55 % TODAY Yankelovich © 2007/2008 38
  • 39. Pinpointing: From Search to Smart Search Yankelovich © 2007/2008 39
  • 40. Pinpointing: Smart Job Search Yankelovich © 2007/2008 40
  • 41. Pinpointing: Smart Travel Search Yankelovich © 2007/2008 41
  • 42. Pinpointing: Wonder What Walt Would Think “The home of Mickey Mouse, Tigger and Tinkerbell has banned kids from its fanciest restaurant. Beginning this week, children under 10 are no longer welcome at Victoria & Albert's in the Grand Floridian Resort & Spa. Victoria & Albert's is Walt Disney World's only restaurant with an AAA five-diamond rating. quot;We want to be the restaurant that's available for that adult experience,quot; said general manager Israel Perez’.” (“Disney World Restaurant Bans Children,” Akron Beacon Journal, 01.05.08) Yankelovich © 2007/2008 42
  • 43. Pinpointing: Looking Ahead Make consumers smarter Don’t pile it on Instead, pinpoint it Facilitate ‘narrow’ engagement Start with a profile Management tools for consumers to use Consolidation & aggregation Training & hosting The best place to find more Yankelovich © 2007/2008 43
  • 45. Passion for Precision Splicing Yankelovich © 2007/2008 45
  • 46. Splicing: My Pieces, My Puzzle (Among those online) Have customized a web page or search engine to show the news and information of most interest to you 24 % TODAY Yankelovich © 2007/2008 46
  • 47. Splicing: My Shows, My Schedule Watch TV programs later than when they originally aired, not including reruns (e.g., streaming video on the Internet, DVR, On-Demand, on an iPod, etc.) 34 % TODAY Yankelovich © 2007/2008 47
  • 48. Splicing: My News, My Sources In a survey measuring knowledge of current events (conducted by the Pew Research Center), half the people who did the best said they got their news from at least seven outlets a day (“Best-Informed Also View Fake News,” The New York Times, (“Best-Informed Also View Fake News,” The New York Times, 04.16.07) 04.16.07) Yankelovich © 2007/2008 48
  • 49. Splicing: Looking Ahead Consumers demanding new collaborations Consumers to expect more – innovative products  have already given them a taste of the potential of  splicing Focus on combinations of multiple products – even  of very different sorts or applications  It means expanded roles and non‐traditional  players in many categories Consumers are changing their standards of success Yankelovich © 2007/2008 49
  • 50. Splicing: TasteBooks “For $34.95, a cooking enthusiast can select up to 100 recipes, which come encased in a ring- binder with a customized cover. The site also accommodates those who want to fill a volume with their own recipes or with recipes from sites other than Epicurious.” (“A Cookbook of One’s Own (“A Cookbook of One’s Own from the Internet,” The New from the Internet,” The New York Times, 11.12.07) York Times, 11.12.07) Yankelovich © 2007/2008 50
  • 51. Splicing: Mix and Match Meals “Every chef puts his or her own spin on what is often described as ‘global tapas,’ but at small- plate restaurants across the country you'll find a spirited atmosphere that encourages a meal designed to be shared by as many diners as possible. Plenty of table reaching and plate shuffling ensures that everyone can taste everything.” (“Restaurant trend: Small-Plates Dining,” lifestyle.msn.com) Yankelovich © 2007/2008 51
  • 52. Splicing: Alternative Yoga “…has teamed up with Vosges chocolate…to offer yoga and chocolate seminars that begin and end with a truffle. Much like traditional yoga practices, he uses the sweet to make participants more aware of their senses, asking them to savor each little bite and its distinct taste…” (“Nude Yoga and Other Twists to the Practice,” Newsweek, 08.20.07) Yankelovich © 2007/2008 52
  • 53. Splicing: Think About It Playlists Two Tastes In One Wrist Watch With A Pulse Glucose Meter/Phone Technology Mash-Ups Yankelovich © 2007/2008 53
  • 54. Splicing: Mixing Business with Pleasure A day at the office can be a downright assault on your sense of smell. Between Harry’s halitosis, Penny’s pungent perfume, and Stanley’s tuna on onion roll, you can’t get a breath of fresh air. Don’t lose your cool. Save your sniffer (and your sanity) with the USB fragrance oil burner. Plug this puppy into your computer, add a drop of oil, and be instantly bathed in soothing scent. (DailyCandy, 10.03.07) Yankelovich © 2007/2008 54
  • 57. Splicing: Food as Medicine Yankelovich © 2007/2008 57
  • 58. Splicing: Retail Health Care The medical services available in many grocery and retail stores are just as good as those available in traditional medical facilities 42 % TODAY Yankelovich © 2007/2008 58
  • 59. Splicing: Retail Health Care Yankelovich © 2007/2008 59
  • 60. Splicing: The Spa at Whole Foods Yankelovich © 2007/2008 60
  • 62. Passion for Precision Limelighting Yankelovich © 2007/2008 62
  • 63. Limelighting: Required in an iPriority World People who don’t take time for themselves end up taking it out on others 80 % TODAY Yankelovich © 2007/2008 63
  • 64. Limelighting: Putting a Lid On It (Among those working full/part time) Important in your personal life today: Leaving work problems in the office 57 % 62 % 2004 TODAY Yankelovich © 2007/2008 64
  • 65. Limelighting: Just Say “No!” Rate skills highly: Being able to say “no” when you need to 70 % TODAY Yankelovich © 2007/2008 65
  • 66. Drawing the Line: On Health, Too Likely to be true ten years from now: certain methods or ingredients used in preparing food will be against the law 54 % Millennials 55% Xers 49 Boomers 53 TODAY Matures 63 (5-7 on 7-pt. scale, where 7 is rate skills as “extremely likely” and 1 is rate skills as “not at all likely”) Yankelovich © 2007/2008 66
  • 67. Drawing the Line: They Need Your Help On This… Restaurant portions are too large and cause me to eat more than I normally would Men Women 48% 61 55 % Millennials 49 TODAY Xers 58 Boomers 51 Matures 62 Yankelovich © 2007/2008 67
  • 68. Limelighting: Finding Family Time (Among parents with children <18 in HH) It is important for families to eat dinner together every night 60 % Moms 62% TODAY Dads 57% Yankelovich © 2007/2008 68
  • 69. Limelighting: A “24” Weekend “DVDs have upended how we watch television, transforming shows from disposable weekly units into 8-, 12-, 22-hour movies. ‘We get a lot of people who tell us they don’t even watch the show when it airs,’ says Joel Surnow, co-creator of ‘24.’ They wait for the DVD and watch it all at once’.” (“Why TV Is Better than the Movies,” (“Why TV Is Better than the Movies,” Newsweek, 02.26.07) Newsweek, 02.26.07) Yankelovich © 2007/2008 69
  • 70. Limelighting: Longer Spa Appointments “…spa-goers are requesting longer treatments — allowing for extended, enhanced and more meaningful spa experiences…[spa-goers are] booking time instead of a treatment… [this] gives the consumer the flexibility to choose what they want based on how they feel when they arrive at the spa” (The International Spa Association Key Spa Industry Trends for 2006) Yankelovich © 2007/2008 70
  • 71. Limelighting: The Comforts of Home staycation – A vacation that is spent at one's home enjoying all that home and one's home environs have to offer. Even though I live and work in New York, I don't always get to enjoy all it has to offer, what with my work commitments, but I sure did have an awesome time here during my spring staycation. (urbandictionary.com) Yankelovich © 2007/2008 71
  • 72. Limelighting: My Private Get-Away (Among married/living together) I would feel comfortable taking a vacation without my spouse or significant other 45% TODAY Yankelovich © 2007/2008 72
  • 73. Limelighting: Sleeping Alone “In a survey in February by the NAHB, builders and architects predicted that more than 60 percent of custom houses would have dual master bedrooms by 2015…some builders say more than a quarter of their new projects already do. [One expert says,] ‘The growing need for separate bedrooms represents the speed-up of family life — women’s roles have changed — and the need for extra space eases the strain on the relationship. If one of them snores, the other one won’t be able to perform the next day. It’s nothing to do with social class, and it’s not necessarily indicative of marital discord’.” (“To Have, Hold and Cherish, Until Bedtime,” The New York Times, 03.11.07) (“To Have, Hold and Cherish, Until Bedtime,” The New York Times, 03.11.07) Yankelovich © 2007/2008 73
  • 74. Limelighting: Somehow I Still Don’t Get It Right Scheduling down time or “me” time Important in Describes personal life you Total 51% % 33% % Men 46 33 Women 57 34 Moms 54 27 Yankelovich © 2007/2008 74
  • 75. Limelighting: Looking Ahead Reflect and facilitate desires to do just one thing Remember: Multi‐tasking may be one means to an  end, but mono‐tasking may be the ideal solution Help remove barriers to a singular focus Give consumers a helping hand through coaching,  tutoring, insider tips, etc. Declutter and refine the consumer’s experience  with your brands and communications Yankelovich © 2007/2008 75
  • 77. Passion for Precision imPerfecting Yankelovich © 2007/2008 77
  • 78. imPerfecting: Wart Remover? Own a digital camera 49% 64% 2005 TODAY Yankelovich © 2007/2008 78
  • 79. imPerfecting: The Push Back on Airbrushing “In an age when Americans’ appetite for celebrity snapshots seems insatiable, retouching photographs has become routine. But some magazines are getting too liberal with their edits, and stars are fighting back.” (“‘22-inch Guns’ Stun Andy (“‘22-inch Guns’ Stun Andy Roddick,” ABCnews.go.com, Roddick,” ABCnews.go.com, 05.29.07) 05.29.07) Yankelovich © 2007/2008 79
  • 80. imPerfecting: Not Every Child Is “Perfect” “honest baby was founded by a mom, frustrated with the myth of perfect parenting…the more we try to mold the most social, well-rested, sweet, funny, gentle, articulate child on the planet, the more it becomes apparent there is not such thing…so we felt there needed to be a place where there would be no judgments…” (honestbaby.com) (honestbaby.com) Yankelovich © 2007/2008 80
  • 81. imPerfecting: The Sweet Smell of…Nothing “Last year in the United States, spending on upscale women’s “Last year in the United States, spending on upscale women’s fragrances declined, as part of a multiyear trend. The group said $1.97 fragrances declined, as part of a multiyear trend. The group said $1.97 billion was spent, down from $2 billion in 2002. billion was spent, down from $2 billion in 2002. “Like Ms. Ware, more women are forgoing scent altogether. Last year, “Like Ms. Ware, more women are forgoing scent altogether. Last year, about 15 percent of women said they did not wear fragrance, up from about 15 percent of women said they did not wear fragrance, up from 13 percent in 2003, according to a survey of 9,800 women conducted by 13 percent in 2003, according to a survey of 9,800 women conducted by NPD. NPD. “That may sound like a small number, but nationally that translates into “That may sound like a small number, but nationally that translates into two million more women who are saying ‘I don’t wear fragrance,’ ” said two million more women who are saying ‘I don’t wear fragrance,’ ” said Karen Grant, the senior beauty industry analyst at NPD. “Eighty-five Karen Grant, the senior beauty industry analyst at NPD. “Eighty-five percent of women are still buying fragrance, but an increasing number percent of women are still buying fragrance, but an increasing number tell us they are wearing fewer scents, less frequently or not at all.” tell us they are wearing fewer scents, less frequently or not at all.” (“The Sweet Smell of…Nothing,” The New York Times, 02.14.08) (“The Sweet Smell of…Nothing,” The New York Times, 02.14.08) Yankelovich © 2007/2008 81
  • 82. imPerfecting: “Ugly Fruit” “Waitrose, the supermarket chain associated with a certain kind of aesthetic perfection, has announced that it is to sell ugly fruit and veg at reduced prices…knobbly strawberries and bendy sticks of rhubarb will have to bear the stigma of a ‘discounted’ price tag, but still organizations such as Friends of the Earth are hailing the decision as a victory…a sign that we are beginning to accept the fact that this, actually, is what Britain's native harvest looks like when it hasn't been genetically engineered, smothered in pesticide or tarted up for a photo shoot in Elle Decoration.” (“An Idyllic Nightmare,” The Guardian, 06.21.06) (“An Idyllic Nightmare,” The Guardian, 06.21.06) Yankelovich © 2007/2008 82
  • 83. imPerfecting: Striking a Chord? “For my money, I think it’s great when the TV world, which is always so formulaic and so predictable, veers completely out of control. It’s breathtaking TV.” Peter Carlin, TV columnist for The Oregonian, speaking of late-night TV hosts Jay Leno, Conan O’Brien, and Jon Stewart returning to the air without their writers (“Late-Night TV Returns with an Entertaining Edge,” NPR Weekend Edition, 01.05.08) Yankelovich © 2007/2008 83
  • 84. imPerfecting: Looking Ahead Revisiting Real… imPerfection can be an improvement The fresh and unaffected, even if raw and  imperfect, is often welcome Liberate yourself from “the script” and speak  to consumers with a new spirit of collaborative,  honest engagement Tighten up on the high‐gloss language that all  too often nowadays rings hollow Give consumers leeway to see things their own  way and define things on their own terms Yankelovich © 2007/2008 84
  • 86. The Revolution is Over. Consumers Won. Assuming control and then keeping it strong in many ways Consumer empowerment is now a given The only question is how empowerment will evolve  and manifest itself in the marketplace The opportunity lies in connecting with this evolution  in how consumers are engaged with brands Yankelovich © 2007/2008 86